As safari travel continues to evolve, a few clear themes are shaping how people want to experience Africa. These aren’t headline-grabbing fads, but patterns we’re seeing consistently across the trips we plan, driven by who people travel with, how they want to spend their time, and what they hope to take away from the experience.
One of the strongest shifts we’re seeing is the continued rise of multi-generational travel, with families and friends often gathering in Africa from different parts of the world. Safari is particularly well suited to this style of travel, and across East and Southern Africa a new generation of private safari houses and exclusive-use camps has emerged to meet it. From intimate, lantern-lit bush camps to sleek contemporary homes in the wilderness, and even hideaways on islands or deep in forests, these properties offer space, privacy and flexibility, with experienced teams who know how to balance the needs of different ages and interests.
Alongside this, travellers are increasingly seeking greater depth and personalisation through private guides and more active, hands-on experiences. Whether it’s spending time with a specialist guide – from cultural experts in Rwanda to professional naturalists, birders or family-focused guides – or adding memorable activities beyond traditional game drives, safari is becoming more participatory. Exploring the Cape Winelands by vintage motorcycle sidecar, joining a women’s beading group in Zambia, or wake-boarding along the Indian Ocean coast are just a few examples. Together, these trends point towards safari travel that is more personal, flexible and engaging, where thoughtful planning and first-hand expertise make all the difference.
We know our team are a cut above when it comes to crafting truly personal safaris. We travel widely, return often, and build our knowledge through first-hand time on the ground – staying in the camps, spending time with guides, and understanding how places really work. It’s this practical, lived experience that allows us to shape safaris around people, not patterns, and it’s why our travellers return to us time and again.
If you’re looking ahead to safari this year, take a browse through our Safari Collections for inspiration, and then we can tailor the details around what matters most to you.
